THE CHECK OUT SUITE

ClientLÄNSFÖRSÄKRINGAR (AN INSURANCE COMPANY)
Category A04. Early-stage Technology
TitleTHE CHECK OUT SUITE
Product/ServiceSOCIAL HEALTH
Entrant STENDAHLS ADVERTISING AGENCY Gothenburg, SWEDEN
Idea Creation STENDAHLS ADVERTISING AGENCY Gothenburg, SWEDEN
Media Placement STENDAHLS ADVERTISING AGENCY Gothenburg, SWEDEN
PR STENDAHLS ADVERTISING AGENCY Gothenburg, SWEDEN
Production STENDAHLS ADVERTISING AGENCY Gothenburg, SWEDEN
Credits
Name Company Position
Martin Cedergren Stendahls Chief Creative Officer
Ylva Nestmark Stendahls Creative Director
Eva Råberg Stendahls Copywriter
Henrik Gustafsson Stendahls Art Director
Oscar Plasidius Stendahls Art Director
Linda Fernell Stendahls PR Strategist
Peter Ohlsson Stendahls Key Account Manager
Thomas Sempf Stendahls Developer
Rodrigo Vives Stendahls Developer
Mariell Ehlin Stendahls Final Art
Jens Dohnberg Stendahls Film Photographer

Why is this work relevant for Innovation?

An innovation to create a better digital life and healthier screen habits for young people and families. Today 50% of teenagers and over 200 million people worldwide suffer from screen addiction, according to reports. To help people know when it’s time to put down their screens we invented something that didn’t yet exist – a stopping cue for the Internet. An innovative use of digital platforms and connected lighting technology put together with a unique life-changing function. Design with a higher purpose for healthier screen habits.

Background

Insurance company Länsförsäkringar works preventively with social sustainability to create a better digital life for young people and families. Today 50% of teenagers and over 200 million people worldwide suffer from screen addiction according to reports, leading to depression and consequently big costs for a health insurance company. When the alarm went off in Silicon Valley about how our screen habits affect us, we needed to address the issue. To help people know when it’s time to check out of social media and put down their screens we invented something that didn’t yet exist – a stopping cue for the Internet. But with almost no production resources nor media budget we needed to find a smart solution that still put a light on the issue to make an impact on people’s screen habits. A small scale product to create a big scale conversation and media reach worldwide.

Describe the idea

The worlds first lamp putting a light on screen addiction. Our 2018 Screen Health Survey (20000 individuals), showed that the majority of families suffer from screen addiction and issues around screen time. An alarming development for a health insurance company and an urgency to prevent depression and screen health issues. In physical life there is a stopping cue, it’s clear when we’re done with something. But the Internet never ends. The recommended daily recreational screen time is 20-30 minutes. The average time actually spent is 2 hours. Purpose: helping people know when it’s time to check out. Skärmfri™ (Screen-free) is the smart lamp that measures how much time you spend on social media and switches to red light when it’s time to take a break. It implements an internet stopping cue that is clearly visible in the analogue world. Design with a higher purpose – for healthier screen habits.

What were the key dates in the development process?

August 2018. Idea creation and presentation to client. October 2018. The technical solution was tested by innovators/developers. November 2018. Development and production of a prototype with a Skärmfri (Screen free) design. In Swedish the word ”screen” is equivalent with the word ”lamp shade”. The design of the lamp was therefore created without lamp shade. December 2018. Testing of the lamp in different environments and platforms and product launch on Tradera (a Swedish version of eBay). January 2019. Produced in a limited edition, sold on tradera.se (money raised towards workshops for families on screen addiction). To shed a light on the issue it was implemented at Hotel Bellora only charging per minutes spent online to reward families socialising without screens. Screen time became the new currency. February 2019. Media outreach, customer experience, bookings and feedback.

Describe the innovation / technology

A unique life-changing innovation using digital platforms and connected lighting technology. Skärmfri™ measures time spent on social media (Twitter, Instagram, YouTube, Snapchat, Facebook). By connecting existing platforms such as Raspberry Pi router and a WiFi lamp it collects data of time spent on the networks. The lamp is programmed to 30 minutes of recreational screen time per unit connected, and gradually switches from white to red light – a clear stopping que to switch to IRL-mode. Designed by innovators, developers and designers in agile close collaboration following the principle ”less is more sustainable”. No lamp shade, no lamp foot. Just a black cord and a plain bulb. The change of colour creates a simple design with a higher purpose. To shed a light on the issue it was implemented at Hotel Bellora - only charging per minutes spent online to reward socialising IRL. Screen time became the new currency.

Describe the expectations / outcome

Zero media investment - 294 million media reach. Mentioned in over 300 features (still counting) including BBC, Fox News, Forbes, National Geographic, Business Insider, Lonely Planet, Harper’s Bazaar, Elle etc. A global debate about digital health. Changemaker of 2019 by Contagious’ in Changemakers Report under ”Early adopters that that drives global change”, ranked top 50 World Trends by Trendhunter, acknowledged “Pick of The Day” by AdAge, best initiative by AdForum. Rewarded Swedens most sustainable insurance company (Sustainable Brand Index). The purpose was not primarily sales, but to create debate changing behaviour - leading to higher profitability. Added value lead to increased liking and loyalty - according to customer feedback 2019. Over 600 families from around the world applied during the launch and the lamp became a permanent concept bookable at Hotel Bellora. Hundreds of families stated the lamp would improve family relations, digital balance and supporting them in the issue.